Lasse Randbøll Petersen

Experience

• 

  Scandinavian Tobacco Group

  Feb 2011 - now

  Member of the Int. Sales Department with full responsibility of all customer interaction and business with the export markets in the European region. Responsibility includes;- Full P&L responsibility of region, incl. marketing budget- Managing Key Account and negotiations with external partners- Collaboration with partner and internal departments on product development, marketing, finance, legal and supply chain- Total responsibility of annual business plans for the region- Recommend, build and execute marketing activation plan in collaboration with external partners Show less Responsible for Global brands within the Fine Cut and Little Cigar Natural Wrapper categories. Managing strong market leading brands like Bali Shag, Colts, Escort, Break and Tiedemanns. Overall in charge of global brand strategy incl. portfolio, positioning, packaging and New Product Development.- Based on consumer insights, redesigned full portfolio on the Make-Your-Own category to clearly establish a differentiated brand offering with unique propositions- Launched various new SKUs under existing brands to maintain competitiveness and relevance towards trade and consumers- Created Category Plans with the focus of establishing strategic and clear brand roles to be implemented globally- Led the development of the content structure of global Brand Books to be used within the Division and created brand books for the Bali Shag, Colts and Captain Black brands- During this tenure managing both Int. Marketing Coordinator, Int. Sales & Marketing Graduate Trainees and Int. Student Assistants Show less In charge of the Pipe Tobacco, Roll-Your-Own and Smokeless Tobacco categories for the US. These categories accounts for more than 76% of company Net Sales. Fully responsible for all aspects of the brands, including P&L, pricing, strategy, budget management, and forecasting.- In declining markets, grown market share from leadership positions in Pipe (63%) and RYO (39%) by 6% and 3% respectively - Defined and led the strategic direction for 11 key brands and have overall responsibility of full portfolio of 27 brands with 170+ SKUs- Grew consumer databases across multiple brands and categories by 60% through engagement campaigns in both online and traditional channels- In 3 months, initiated and oversaw the creation and successful launch of 321 new SKUs to protect business in response to new FDA regulations- Successfully took over the distributorship of Oliver Twist smokeless tobacco products and grew same period historic sales by 83%- Developed and launched Premium Retail Loyalty program and generated strategic breakthrough on data gathering in the market- 1.5 years of managing Associate Brand Manager Show less Responsible for the US Pipe Tobacco category with 15+ brands and market leader position.- Built, executed and supported the launch of 5 new SKUs- Lead the creation and launch of a new community website focusing on education and the lifestyle of the pipe smoker – www.thispipelife.com- Designed and executed strategy to target premium retailers and increased pipe tobacco volume by 4% in a. double digit declining market- Fully responsible for building, managing and executing presence at key consumer and trade shows across the US. Increased booth traffic by 26% and doubled order size per order Show less

  • Head of EU/CIS/GTR

    Jul 2024 - now

  • International Business Manager - Europe Region

    Nov 2021 - Jul 2024

  • International Marketing Excellence Manager

    May 2020 - Nov 2021

  • International Senior Brand Manager - Fine Cut & LC NW

    Aug 2017 - May 2020

  • Brand Manager - Pipe Tobacco & RYO

    May 2015 - Aug 2017

  • Jr. Brand Manager - Pipe Tobacco

    Sept 2014 - May 2015

  • International Marketing Graduate

    Sept 2012 - Sept 2014

  • Student Assistant

    Feb 2011 - Sept 2012